#China #Taicang #RAINBOWCO #GENMA #KALMAR

RAINBOWCO's Strategic Move Towards a Unified Global Brand

In a bold shift aimed at solidifying its global presence, RAINBOWCO (SZ002483), a frontrunner in high-end equipment manufacturing, has announced an essential strategic upgrade. Effective September 1, 2025, the company will transition its port container equipment branding from the joint label GENMA-KALMAR to a unified brand name, "GENMA." This change marks a critical moment in the company’s ongoing journey to amplify its influence in the competitive landscape of high-end manufacturing.

The Transition Explained

The transition signifies more than just a new name; it represents a profound commitment to strengthening RAINBOWCO’s brand identity in the global market. As part of this strategically revamped branding, RAINBOWCO will concentrate its product line under two main brands: "GENMA" and "KOCH." Founded in 2003, the company boasts five manufacturing plants worldwide, housing over 3,600 employees and generating over a billion dollars in revenue in 2024 alone.

The port container equipment produced at RAINBOWCO’s wholly-owned subsidiary, Jiangsu Rainbow Industrial Equipment Co., Ltd. (RIC), located in Taicang, China, will now predominantly carry the GENMA brand. This unification and reaffirmation of identity is part of RAINBOWCO’s deep-rooted strategy to enhance visibility and competitive edge in global markets.

Historical Context

RAINBOWCO's journey has been marked by strategic partnerships and progressive advancements. Since initiating a strategic alliance with Cargotec in 2004, the company has steadily established itself as a major player in the port equipment sector. The venture took a significant step forward in 2012, resulting in a joint venture with Cargotec in Taicang that focused on design, manufacturing, and global services for heavy port cranes marketed under both KALMAR and GENMA brands.

The partnership thrived until 2020, when RIC underwent a strategic restructuring, refining its operations to improve localization. Fast forward to 2022, RIC gained global intellectual property rights for KALMAR's heavy port cranes, merging technological strengths and expanding into high-end global markets with the GENMA-KALMAR co-brand.

Now, as of 2025, the rebranded strategy showcases GENMA as the leading name in machinery for port container handling, ushering in a new chapter for RAINBOWCO’s global ambitions in high-end equipment manufacturing.

CEO’s Perspective

Martin Wu, CEO of RAINBOWCO, emphasizes the significance of this branding transition, stating, "RAINBOWCO remains steadfast in its commitment to high-end equipment. This branding transition is a pivotal milestone in our global strategy. We will continue to expand our manufacturing outreach globally while deepening our localized service networks to provide efficient and intelligent solutions to clients worldwide."

This strategic announcement aligns with RAINBOWCO's ongoing goal of reaching wider audiences and reinforcing its position as an innovator in the manufacturing sector.

Upcoming Innovations and Events

To showcase its latest technological innovations, RAINBOWCO extends invitations to global partners and industry leaders at several prominent upcoming events, where GENMA will be featured prominently:

• - TOC Africa 2025: September 17-18, Morocco (Booth: GENMA SOLUTIONS_B10)
• - TOC Americas 2025: October 21-23, Panama (Booth: GENMA SOLUTIONS_E6)
• - TOC Asia 2025: November 25-26, Singapore (Booth: GENMA SOLUTIONS_C10)

These events will provide an opportunity for attendees to witness the groundbreaking technological advancements RAINBOWCO aims to introduce in the future.

For further details about RAINBOWCO and its latest offerings, visit GENMA Solutions.